Target ROAS: The Ultimate Game-Changer for Ad Spend Return

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What is Target ROAS?

What is Target ROAS?

Google ads services have launched a new targeting ad campaign called Target ROAS (Return On Ad Spend). This Target ROAS bidding comes under google’s smart or automated bidding strategy. The automated or smart bidding strategy enables Digital ads agencies to generate better returns; Target ROAS bidding does this by calculating the potential value of the user search and bidding the appropriate amount that will give you the best returns. For example, if Target ROAS bidding spots a probe that can provide you with high conversion and value, it automatically bids high on that search.

Similarly, when Target ROAS bidding sees that your strategy might generate a low conversion value on that search, it automatically bids lower. Now with Target ROAS bidding, your bids are optimised automatically for every auction. A Digital ads agency can use Target ROAS bidding for single campaigns or as a portfolio for multiple campaigns. Agencies can apply conversion value rules and set individual values for the conversions you want to track. These Digital ads agencies can lock in various factors like customers, location, and devices to reach a high-value user. With Target ROAS bidding, agencies can easily direct targeted ads towards users who they think have high conversion value. For Digital ads agencies to use Target ROAS bidding, there are different criteria for different types of campaigns:

  1. Display campaigns: The Display campaign needs at least 15 conversions with proper conversion values for the past 30 days combining all the campaigns. If you adopt the new display campaigns, the is no history of conversions required for using Target ROAS.
  2. App Campaigns: The conversions required for using Target ROAS for App campaigns are at least 10 conversions every day or 300 conversions for the last 30 days.
  3. Discovery Campaigns: Target ROAS is recently launched Discovery campaigns. To use Target ROAS, It needs 75 conversions in the past 30 days or at least 10 conversions for the past 7 days.
  4. Video Campaigns: The conversions required for Video campaigns are 30 for the past 30 days.

What are App Campaigns?

To make your app more accessible to paying users, app advertising agencies run various App Campaigns. Digital ad agencies streamline these app campaigns to make promoting on various google platforms Search, Google Play, the Google Display Network, Discover on Google search, and Youtube. The app campaigns are not separately designed for Google ads; instead, text, images, videos such assets from the app store’s listing are used to craft ads for various formats.

A Digital ads agency starts your app campaign by zeroing in on all the factors captivating text, Budget bidding, language, and locations for your ads. Here, the fun part is that the ad agencies can use Target ROAS bidding for your seamless process. There are various types of app campaigns in app promotion itself:

1. App Installs:

Here, the focus is around encouraging people to install your apps. To help you get the best value out of each download, Google ads enable Target ROAS bidding for optimising and targeting valued users for your app.

1. App Installs

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2. App Engagement:

App campaigns can help remarket to the customers who’ve installed your app for encouraging in-app purchases. To spread your ads across various Google platforms, Target ROAS bidding starts its automated process to enhance in-app purchasing users.

3. App Pre-registration:

To create awareness about your app or to build excitement for games, pre-registration is done. Making your app or game available via pre-registration helps set up your app campaigns before the game release and land them on the pre-registration page. Target ROAS bidding helps find the right audience for your pre-registration and within your decided budget.

3. App Pre-registration

How does an App Campaign impact your app’s progress?

For an app to work, it should reach the right audience at the right time. Such awareness about the app needs to be created. Hence, App Campaigns play a pivotal role in the progress of your app. Below are listed some other benefits of App Campaigns:

1. Increase Engagement

When you have spent thousands on creating your app to get some returns, you will definitely boost user engagement. Agencies can achieve the desired engagement for your app by adopting a Target ROAS bidding strategy, which will help increase the conversion rate.

1. Increase Engagement

2. Time is Money

Rather than spending all your time marketing your app for your targeted audience. With the use of app campaigns automated by Target ROAS bidding, you can save time and money on promoting your app.

3. Optimised Ad Spend

No matter the reputation of the digital ad agency, there is still that fear in people’s minds about whether their money is spent optimally. By using automated strategies such as Target ROAS bidding, you can set the boundaries on your ad spend and monitor it at any given point in time. You just have to connect your Google Analytics and Google Ads.

3. Optimised Ad Spend

Why is Target ROAS a game changer?

Target ROAS is a boon to freelancers and digital advertising agencies, as it’s easier to track campaigns for one particular brand/app. Your Google Analytics and Google Ads are connected to one another for using Target ROAS bidding strategy. The effort required to put in for personalised curated ads for your app campaigns is less in using Target ROAS, and the majority of the heavy lifting is done by Google, which tries the combination of various assets like text snippets, images, and videos. Keep in mind that Google’s system will look at the history of conversion data and require a healthy amount of data to run Target ROAS to optimise for in-app conversions.

You save money majorly in the bidding process with Target ROAS, and earlier ad groups were used to compare your ads for their creative performance. With some tweaks, you would get your ad that would give the best results. But now Google does everything for you. This is the reason why Target ROAS is a game changer and will be adopted by many professionals over time.


App Campaigns are a lot better, smarter, and faster now. To generate a healthy app engagement, you must add app campaigns to your advertising strategies. Though app campaigns are new for professional PPC advertisers, it is the right time to get accustomed to using them.

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